Dithering live broadcast with goods: 81 professional terms that must be known

1. Start number

Definition: From 0 to 1, start a live studio and make it stable in the process of selling things. To put it simply, it is a form of cold start to obtain rapid and large exposure through activities or other means.

At present, the main numbering methods are:

Activity No.: Through various welfare and promotion activities, we can pull up the data of the live broadcast room to achieve a cold start;

Start number of short video: Obtain the natural flow of the system through high-quality short videos, and start the flow for the live broadcast room;

Qianchuan single product starting number : Qianchuan is usually launched through high-quality short video materials, and the cold start of the live broadcast room is completed with paid traffic.

2. Seven day spiral start

Definition: It is a starting number game, which usually means that your live data will spiral every day within 7 days. The statement of the seven day spiral still originated from Taobao SD, which obtained more search traffic from the platform through the spiral growth of order volume.

3. Personal IP

Definition: Intellectual Property, namely personal intellectual property or personal brand.

Generally speaking, personal IP addresses are formulated in combination with personal settings. Only accounts with distinctive personality characteristics can make users more willing to remember them, and can also add weight to the subsequent account realization.

four . Algorithm

Definition: The computer system used when the dithering system distributes short videos or live broadcasts.

Typical algorithms are as follows:

5. Label

interpretation: Keywords posted by the system to users and content (short video, live broadcast room). Similar to People's Design, People's Design refers to the positioning of account holders, while tags refer to the video itself. The advantage of tagging videos is that they can be pushed to relevant user groups.

6. Flow pool

Definition: The most widely spread content among the people is also what various trainers say. Of course, this thing will definitely change. Just have a little understanding and study the video itself more.

7. Weight

Definition: There are 8 levels of short video/live broadcast room traffic according to experience.

The higher the weight, the higher the initial level. Unlike the weight of search engines, the weight of video is determined according to the video itself.

It is generally believed that there are three factors that affect the weight:

Short video is (1) completion rate (2) interaction rate (3) conversion rate

Live broadcast room is (1) average length of stay (2) interaction rate (3) UV value

8. Current limiting/breaking

Definition: The small black room is closed, and the push traffic is limited or even not pushed

9. Live recommendation

Definition: the live studio appears on the recommendation page

10. Live broadcast square

interpretation: The entrance of the "live" channel of dithering has been changing all the time, and has now been incorporated into the "follow" tab.

11. Kadaibo Square

interpretation:

"Live Square", the "Live" channel of Tiao Yin, has been incorporated into the "Focus" tab.

There are two kinds of "card". In the early days, it was frequently broadcast and then broadcast. At present, it is popular and broadcast continuously.

The term originally refers to attracting a large number of people to stay in the live broadcast room with various strange tricks (playing table tennis and rolling marbles) to cheat the dithering algorithm, so that they mistook the live broadcast room for high quality and continue to push more people to come.

Later, it also generally refers to the behavior of attracting people to stay in the live broadcast room with various legitimate (gift lottery or new and strange live broadcast creativity) or illegitimate means (strange and pornographic techniques).

12. Completion rate

The completion rate is one of the important indicators to measure the quality of a video. It is the proportion of the number of times a video has been played to the total number of plays.

The higher the completion rate, the better the system believes the video quality is, and the more traffic the system recommends.

13. MCN

Definition: MCN (Multi Channel Network), the online celebrity incubation center, is a brokerage company that specializes in cultivating and supporting online celebrities Or institutions.

14.OCPM

Definition: A new advertising model.

The first stage of this kind of advertisement is paid according to the exposure, and the second stage is paid according to the conversion.

15.ecpm

Definition: Every time you push your content to 1000 mobile phones, Tiao Yin can earn money.

This value is usually used to estimate whether your advertising is excellent, and then calculate how long your advertising expenses can be burned out.

16. Huge amount of thousands of rivers

Definition: a one-stop platform for dithering e-commerce advertising.

seventeen . Massive engine

Definition: The advertising aggregation platform under Byte Beat brings together the advertising of byte products (dithering, Toutiao, watermelon, etc.)+alliance products (pangolin platform).

18. Huge amount of Baiying

Definition: official website of Diaoyin e-commerce platform.

19. Giant Star Map

Definition: find the official website for cooperation with the talent of dithering.

20. Huge cloud map

Definition: a platform for managing advertising crowd data.

21. Massive arithmetic

Definition: all types of bytes Data analysis And industry report publishing platform.

22. Megametrics

Definition: Official online tutorials and learning centers.

23. Shake+(DOU+)

Definition: Tiaoyin is a non e-commerce self-service advertising tool.

twenty-four Push at will

Definition: Tiaoyin e-commerce advertising self-service advertising tool.

Note that DOU+can not be used for e-commerce advertising, but can only be used for ad promotion.

25.feed、feedslive

Definition: Feed was formerly the common name of information flow advertising. At present, e-commerce advertising has been basically replaced by a large number of thousands of advertisements, and only non e-commerce behavioral commercial advertisements can be launched.

Feedslive is a brand advertisement that promises exposure, and is mostly used for talent launch.

26. Diversion fund/welfare fund/profit fund/strategic fund

Definition: Classification of different goods in the live broadcast room.

In general, the drainage money cannot be substituted with the other three products, so as not to affect the normal sales.

This and e-commerce operate Consistent, through a variety of different categories of commodity combinations, to achieve the desired results.

27. User orientation

interpretation: When advertising, the selected screening conditions generally include age, gender, region, interest and other conditions.

28. Talent Similarity

interpretation: When placing an advertisement, you can choose to place it with the fans of the designated big V, and you can specify up to 20 dithering numbers at a time

29. Leica Orientation

interpretation: In the delivery orientation, select behavior+interest orientation.

30. General investment

interpretation: The system intelligent orientation is adopted, that is, no orientation is set manually.

31.ROI

interpretation: Return on investment, usually refers to the ratio of advertising consumption/advertising direct sales amount. This is also the meaning of e-commerce operation, which is very easy to understand.

32.ACU

interpretation: Average concurrent users

33.GMV/LTV

interpretation: GMV：Gross Merchandise Volume, Total sales amount of live broadcast room

LTV：life time value, User lifetime value

34.CTR

interpretation: Click rate. Without prefix, it usually refers to the click rate of the live broadcast room; It can also refer to the click rate of small yellow cars.

35.CVR

interpretation: Conversion rate, that is, the ratio of the number of transactions in the live broadcast room to the number of viewers in the live broadcast room

36. UV value

interpretation: It usually refers to the ratio of the total sales amount of the live broadcast room to the total number of viewers in the live broadcast room, that is, the average order amount per person

37.PCU

interpretation: Peak concurrent users ， The maximum number of people online in the live broadcast room

38. GPM

interpretation : The average total amount of orders placed by every 1000 viewers is often used to measure the selling capacity of the live broadcast room

39.ARPU

Definition: Average Revenue Per User.

40. Hold order/release order

interpretation ： Let a group of people wait in your live broadcast room to buy things or grab benefits, which is called "holding the bill"; However, the regulations on dithering are much stricter now, and we should pay attention to the platform rules when we hold orders.

After calling 54321, let everyone rush to grab it and call for release/play.

41. Script

interpretation: All words spoken by the anchor/assistant can be called scripts.

According to the function, it can be divided into: stay script, interactive script, product script, forced single script, etc.

42. Live Slicing

interpretation: At the same time of live broadcast, keep shooting and releasing short videos of live broadcast

43. Blue V/Yellow V

interpretation: The enterprise certification is blue V, and the individual (expert big V) certification is yellow V.

Generally speaking, there is no difference in weight between the authentication number and the ordinary number, but there are many more functions.

44. Diaoyin Store

interpretation: A shop opened on the Diaoyin can open a shop with a business license and sell goods within the business scope.

45. Merchandise window

Definition: The tools with goods opened on the tone number are corresponding to the personal ID card.

An ID card can open a shop window, sell things in your own shop, and also sell things in the selected league.

46. Select Alliance

Definition.

47. Sound Wave/Shake Coin

interpretation: Chattering virtual currency, 10 tones=10 coins=RMB

48. Blessing Bag/Super Blessing Bag

interpretation: Official interactive tools, points Coin shaking blessing bag, physical blessing bag, super blessing bag 。

The prize is coin shaking, that is, coin shaking blessing bag;

The prizes are in kind, such as mobile phones, that is, in kind blessing bags;

The super lucky bag requires the audience to complete a series of viewing duration, fan group level and comment tasks.

49.SKU

interpretation: StockKeeping Unit， A product is a SKU.

50. Merchant experience points

interpretation: An important indicator of the comprehensive service capacity of the Tiao Yin store, mainly assessing the goods, services and logistics.

51. Fan Group

interpretation: Fans who follow the dither call fans, follow Dithering live broadcast The fans in between are called fan groups. The fan group needs Krypton Gold to join, and provides various privileges and honor displays for Krypton Gold.

52. Dithering e-commerce compass

interpretation: In the background of the small Tiao Yin store, you can watch the live data.

53. Flow structure

interpretation: The traffic source structure of the live broadcast room.

54. FACT

interpretation:

F (Field) merchant self broadcast;

A (Alliance) matrix of massive talents;

C(Campaign) Marketing Activities;

T (Top KOL) head big V.

55. Matrix

interpretation: That is, a collection of multiple dithering signals or multiple live broadcast rooms.

56.DP

interpretation: Douyin Partern， Usually refers to the organization that provides the proxy service.

fifty-seven . Conversion funnel

interpretation: Data conversion in each link of the live broadcast room with conversion as the goal.

58. Reputation maintenance

interpretation: That is, the live broadcast room S bill. Similar gray services include a series of services, such as fans, reviews, likes, stores, shop windows, business licenses, binding changes, and real names.

59. Security deposit

interpretation: Store deposit: basic deposit shall be collected by category, and floating deposit shall be collected by monthly sales amount;

Author's deposit:

·Basic deposit: 500 yuan/person

·Floating margin: Floating charge based on monthly sales amount

·Activity deposit: Participation in platform activities shall be paid according to the three standards of 5000, 10000 and 20000.

60.CPC

Definition: CPC (Cost Per Click), the cost per click, that is, the unit price per click.

61.CPT

interpretation: CPT (Cost Per Time), the cost per time period, and the advertisement charged by time.

62. Bidding advertisement

interpretation: The price, effect and position of the advertisement are not fixed, so everyone will compete and bid together.

63. Brand advertising

interpretation: Advertisement with fixed price, exposure, exposure duration, position of advertisement, etc.

64. Popularity of the broadcast room

interpretation: The number of online people displayed in real time in the upper right corner.

65. Pit location fee

interpretation: When the talent sells goods for the enterprise, the fixed link cost of the goods in the online live broadcast room. The variables of the pit cost include the commodity category and the order of the live broadcast of the goods.

66. Service fee

interpretation: The fees charged by organizations when they provide various live broadcasting services to businesses. The general mode is basic service fees+a certain proportion of the sales of live broadcasting rooms.

67. Commission

interpretation: The anchor collects a certain proportion of commission from merchants according to the sales volume of products in the live broadcast room, which can be understood as sales commission.

68. Pure commission mode

Definition: The anchor does not charge the merchants for pit fees, but only commissions.

69. Directional commission

Definition: set a different proportion of commission for each talent.

70. Flow bearing capacity

Definition: The ability of the live broadcast room to convert traffic, that is, how many people can the live broadcast room bear traffic while ensuring a certain conversion rate.

71. Account positioning

Definition: It refers to the planning of overall marketing strategies such as account staffing, short video shooting form, and the construction of live broadcast room people and goods yards.

72. Second Pricing

interpretation: The final fee charged for competitive advertising is not the highest bid, but the second bid after the highest bid+0.01.

For example, A bid 1 yuan and B bid 0.5 yuan;

After A wins, the final platform charges A 0.5+0.01=0.51 yuan.

This mode can ensure that the platform party receives the most money, and 10000 words are omitted in the specific demonstration process.

Why add 0.01?

PS: At present, both search engines and e-commerce companies in China basically follow this fee deduction mode. If you have operated Baidu SEM or Taobao Express, you will be very familiar with it.

73. POI

interpretation: Ponit of Interest， It's fun to improvise.

The specific address (such as offline store) can be located in the dithering short video to publicize and expose the store.

74. Small windmill

Definition: It is a live broadcast card. The icon is a colorful windmill, which can be used to collect customer information, download APP, make group purchase reservations and other purposes.

75.BGM

Definition: Background music.

Welfare 2: [2021 - Weekend Night] Effect Running Volume Music&Live Room Singing List

seventy-six . Private domain diversion

interpretation: It usually refers to adding WeChat to twitter fans.

77. Skip rate

interpretation: That is, the loss rate. Taking the live broadcast room as an example, if you do not click to watch the live broadcast after you brush it to the live broadcast room, it is the exposure click miss rate.

seventy-eight . Head of Dithering Group

interpretation: Intermediate service provider connecting merchants and talents.

79. Diaoyin stores

interpretation: As the name implies, it is a model of mass opening and operation of Tiao Yin stores, and selling products by using the search ranking of Tiao Yin products and other recommendation mechanisms.

80. Index

interpretation: Comprehensive performance of a series of data in the live broadcast room.

81. Interested e-commerce

interpretation: The e-commerce model of linking goods and consumers through interest recommendation advocated by Tiaoyin.

The basic path is "interest demand purchase", which is different from the "demand search purchase" of traditional search e-commerce (shelf e-commerce).